Tuesday, September 29, 2015
We are all accustomed to trying to understand the motivations of our favorite characters. We know that if you do not make an effort to comprehend the âwhyâ behind the actions, the book will lose much of its appeal. Humans are naturally complicated! We relate far better to well-rounded characters than the more superficial ones.
Although we all have the skills needed to complete this type of analysis, most marketers neglect doing it in one of the most essential aspects of their jobs: understanding Google.
The Struggle of Marketers
The past 18 months have been big for marketers. The mobile update that hit in April sent many brands scrambling to make sure their sites were ready. There were also Panda updates and a suspected Phantom update, just to name a few. Each change impacted countless sites both positively and negatively. Some sites saw their rankings plummet-- and with it their traffic and their business. Others saw their sites suddenly appear on page one of SERPs (Search Engine Results Page) for the first time and experienced a much-needed jump in traffic and revenue.
Many professionals dedicate their time to trying to correct whatever errors might have hurt them in the last update. When the Panda update hit, they learned that thin content was frowned upon, so they spent time trying to beef up certain pages that were damaged by the update. When Google made the announcement that sites could expect a mobile update in April 2015, numerous marketing and IT departments found themselves scrambling to make sure their sites were mobile ready.
The problem with these techniques is that the site is always one step behind. If you are always trying to catch up to the latest Google update, then you have already lost your spot on the SERP. If you want to have a successful site, you need to be one step in front. Just like targeting the motivation of a character in your favorite book, you need to understand the motivation of Google. You want to know the âwhyâ.
The why is actually simple. Google does not care about your business. Google cares about making their users happy, which in turn means delivering sites that answer their queries. Every one of the Google updates has been designed to better sort through poor websites and track down the high quality ones to display for users.
If you want to create a website that is successful, you need to focus on the end user.
- Content that provides immediate value and is not just a superficial, general treatment of your subject.
- Text that is easy to read, skim, and digest.
- Vocabulary that matches what people tend to put into search engines to help them find the material.
-That same vocabulary present in page titles, meta data, URLs, and other parts of the page that Google and users examine to see what your site discusses.
- Careful analysis of how your content performs in the short term and the long term to identify the types of content people respond to the best.
- Analytics that do not just look at the number of views or shares, but actually measure leads and conversions.
Understanding the whys behind behavior is important for understanding a great book, and for understanding Google. Rather than always playing catch up with algorithm updates, get out in front of it by focusing on the same thing Google does: the end user.
If you are ready to get a new marketing campaign off the ground, contact us to get started.
Friday, September 25, 2015
In the beginning of 2015, there was controversy following one of the Google âhangouts.â John Mueller, of Google, seemed to indicate that webmasters should not focus on building backlinks. This took the marketing world by storm, as many people dedicate time and energy to developing a high quality backlink profile.
Careful analysis of the problem, however, demonstrates that this might not have been what Mueller meant. At other Google hangouts in the past, he gave advice about how to appropriately go about building successful and useful backlink profiles. It is now largely agreed by many marketing professionals that Mueller was speaking about avoiding using illicit tactics to build backlinks, such as engaging in, 'I link to you, you link to meâ backlink schemes.
To understand how backlinks should ideally be developed, it can be useful to look at how business is conducted in person.
The Role of a Handshake
Place yourself in a corporate meeting between two important executives. They are sitting at a long table in a professionally furnished conference room. They sit at opposite sides, each with a team of assistants taking notes of the meeting and making sure that the bosses are always equipped with a glass of ice water.
The two hash out their ideas. They want to see if their information aligns and if they believe they can work with each other. No executive wants to run the risk of doing business with someone who would ruin their reputation. Before any deals are struck, they want to make sure that this is a professional with whom they want to have their name publicly associated with.
After a long conversation, they both stand up.
âWell, I suppose we are in agreement,â says one.
âYes. I will have my team get started on the contract right away,â says the other.
They reach out and they shake hands-- and now everyone in the room knows that they will be willing to vouch for the other.
The Role of the Backlink
The handshake is a backlink. When one site links to another, they are publicly vouching for the content on that page. They have reviewed the information and found it to be in line with what they believe about the topic at hand. They trust that when they send their page visitors to that website, the users will be able to obtain useful information that will help them answer their questions.
Backlinks should not be something that you ever have to trick the other website into doing. It is not supposed to be the end goal of SEO. Instead, backlinks should be viewed as a part of a larger SEO strategy that involves creating high quality content that people are interested in reading and find helpful.
That does not mean you cannot ask for backlinks. If you find a website that aligns with your intended audience and you think your content would be helpful, there is nothing wrong with asking for a link, but it should always be done upfront and honestly.
You can build backlinks by writing guest posts or thought-leadership pieces for other websites. You should also be sharing your content on social media to increase exposure and build more backlinks.
Google, and its algorithm, want to keep an eye out for backlinks that come from low quality sites or always seem to come from the same types of sites. They want to make sure that the backlinks are diversified and gained honestly. If a poor site links to you and you do not want the backlink counting against you, then you can always disavow it to let Google know that you want no part of that link.
When it comes to building backlinks, remember to always build them honestly and with the end user in mind. Just like a handshake in business, it should be viewed as a public vouching for the other site. When you view it in that context, it will be easier to understand the role of backlinks in the online web community.
Friday, September 18, 2015
Master the Art of the Tease
One of the major lessons to be learned about building anticipation for a new product or service through marketing is to master the concept of teasing. If you were still a year out from the launch of a new product, for example, you wouldn't necessarily want to send out a mailer detailing all of that product's functions right away. Not only do you not want to "give the game away" just yet, so to speak, but a year is an incredibly long time in the world of business. Things can change, so you don't want to lock yourself into something that you may end up dropping down the road anyway.
Instead, you can send out a mailer talking about the exciting new product that is on the horizon and detail all of the hard work that you're putting into it. Instead of talking about what it specifically does, talk about the problem in your customers' lives that it is designed to solve. Talk about the overarching goal of the product in a way that both gets people excited and makes them want to learn more.
It's About Steady Updates
Another major technique to make use of when building anticipation is to check in periodically with your customers prior to launch. You wouldn't want to send out a mailer teasing your product and then not check in again until it's ready to launch. You would want to send out materials two, three, or even four times during the year, revealing larger bits of information each time. Not only does this give you a chance to build the hype surrounding your product or service a little more each time, but it also helps to keep it in the forefront of a customer's mind - even though it isn't released yet. Not only will your customers have a higher level of anticipation, but they also won't have a chance to forget about what you're up to.
Learn From Hollywood
If you want to take a master class in building anticipation through marketing, look no farther than movie trailers. Every Hollywood blockbuster usually follows the same format when it comes to their previews. First, roughly a year from release, a teaser trailer makes its appearance. This preview is usually around a minute in length, gives away virtually none of the plot and really just broadcasts the look or spirit of the movie. Six or so months later a longer, full trailer is released, which is usually about two minutes. This expands on the promise of the teaser, gives a way a bit more of the plot, but still leaves a lot to the imagination. A final trailer is released in the weeks before the movie itself, which is usually around three minutes and not only lets you know exactly what the plot will be, but also showcases amazing images that you immediately need to see more of. Building anticipation is all about escalation and Hollywood seems to have created a formula that works wonders, regardless of the type of business that you're in.
Marketing is one of the best tools that you have to not only announce a new product or service to the world, but to build the type of anticipation that always translates to increased sales.
Tuesday, September 15, 2015
Sara enters the kitchen and begins to gather her ingredients. She notices that the recipe says she needs two bowls, but when she looks in the cabinet and sees that she only has one, she figures that should be ok. She then sees that she needs some baking soda, but only has baking powder-- that should be close enough.
Sara begins to get everything into the bowls. The recipe calls for her to mix the sugar with some softened butter, so she sticks the butter in the microwave. Thirty seconds later, the the butter is just a puddle. Well, that will make it even easier to mix it into the recipe, right?
Twenty minutes later, she sticks everything into the oven and triumphantly sets the timer. When she returns after the ding, she pulls them out eagerly and then stops. Wait a minute, these do not look right. They did not rise properly and just look âoffâ. Confused, Sara thought back to her cooking. Did those little details about the butter and baking soda really matter that much? She supposed so. She decided to try again the next day. Tonight, she would pick up some more butter and some baking soda.
Developing Your Marketing Recipe
If you have ever made cookies, you most likely noted Saraâs mistakes right away. You knew that those cookies would not turn out right. Recipes use very specific ingredients because they have particular roles. If you do not use the right ingredients then the food will not act the way it is supposed to.
When you are creating a marketing campaign, you will similarly need to follow a recipe. The difference is that you will need to develop the recipe yourself. You know that you need a variety of different ingredients, such as direct mail, social media, online content, and paid advertising. You then need to mix these different techniques together to engage your intended audience and create the perfect recipe.
Often, determining the exact recipe of success will require some experimenting. You will need to explore where your customers spend their time online and what types of information they are seeking. What types of designs and offers do they respond to best in direct mail? What social media platforms are the most important to them?
Unlike with baking cookies, when you mess up a marketing recipe, it will often not be as obvious that there was an error. If most of your marketing campaign has a decent amount of success, you might not notice right away that your paid advertising campaign was not bringing in customers unless you closely monitor your different channels. If you do not identify the problem, however, you risk needlessly spending money.
To be successful in marketing, you are going to combine several different techniques into a unique recipe that helps to get your message in front of the right people at the right time. To âtasteâ the recipe, however, you need to make sure that you regularly use analytics to gauge how well the campaign works together. You can use this data to refine your efforts and become even more successful.
Creating a successful marketing campaign does require careful thought and the precise combination of different parts. If you are interested in starting a new campaign, contact us today to get started.
Friday, September 11, 2015
Go Beyond the Sale
One of the most important things to remember about a successful marketing event is that you need to give people an experience that is truly worth leaving their homes for. Getting a person to open up your direct mail material is one thing - after all, you've sent it directly to them and they don't even have to get in the car in order to open it. Getting them to come to your physical location, possibly for the first time, is something else entirely.
Consider a marketing event that a bookstore might have. Instead of just holding a blowout sale (as a customer can typically find similar prices online if they look hard enough), a bookstore might hold a signing with a famous author. Suddenly, you've given those people a reason to actually come into the store, especially if the author isn't one who makes local appearances very often.
Once all of these people are in your store, then you can hit them with sales and other promotions in an attempt to increase revenue. Simply offering discounted prices should never be the most enticing thing about the event that you're throwing, as most people won't find it a good enough reason to attend in the first place.
Set a Goal
Another one of the biggest things to remember when creating a successful marketing event is what it is that you're trying to accomplish in the first place. Are you looking for a way to increase existing customer satisfaction and give back by way of a memorable experience? Or are you looking for a way to reach an entirely new market? The goal that you set at the outset will dictate every choice that you make thereafter.
Give Yourself a Way to Capture Contact Information
As with all marketing techniques, one of the major goals of a marketing event is to capture leads. After all, even if you're just looking for a fun and exciting way to give back to your existing customer base, the chances are high that one or two of them might bring some friends along with them.
To truly take advantage of a marketing event, make sure that you're giving yourself a built-in opportunity to capture contact information in the most efficient way possible. Even if it's something as simple as giving people a chance to win fun door prizes if they fill out a contact information survey, you'll need something to use when the event is over to keep in touch with all of the new people that you've attracted.
These are just a few of the tips that you can use to create a memorable and successful marketing event for your business that people won't want to miss. If you continue to hold these events on a regular basis, you will have a great chance of reaching people who you may not have otherwise been able to get to without them.
Tuesday, September 8, 2015
Take "Boy Meets World." This popular show followed the young Cory Matthews from school through college and all the fun times and drama that came with friendships, school, and finding love. The show is now being revived into the form of "Girl Meets World," which features Cory and his childhood sweetheart, Topanga, now raising their own family.
Similarly, the show "Full House" told the story of a single dad trying to raise his three daughters with the help of his best friend and brother-in-law. This show now follows the next generation with a spin-off that is being called, "Fuller House."
These newer shows are providing many people with the chance to relive their childhoods and share their favorite characters with their own children. While you sit back to enjoy the latest episodes, however, you might find that they have a few things to teach us all about our latest marketing campaigns.
The Power of Relationships
The strength of both shows was in the powerful relationships that dominated the series. In "Boy Meets World," the friendship of Cory and his friend, Shawn, as well as his relationship with his future wife, Topanga, was something that drew many people to the show. People were able to relate to the struggles of Cory as he worked to navigate these different relationships, and loved being able to see how everyone was there for him.
In "Full House," the relationships between the three sisters and their friends and family were the driving part of the show. The girls had to learn how their own relationships were going to mature. The entire family had to be a major source of support for each other as they all struggled to find their way with the loss of the girlsâ mother to a car accident before the show began. Single parents, families with multiple siblings, and extended families who all lived under the same roof could understand many of their relational experiences.
In marketing, relationships are also your driving source behind your success. You want to build relationships with everyone you meet and your customers need to know that you are there for them and can help them solve their problems.
You also want to build a strong network of relationships with other professionals. It can be a great, professional asset to have others in your industry with whom you can discuss ideas. Networks can provide you with the opportunities to build relationships with other people who can pass work along to you according to your strengths when the opportunity arises.
Finding Your Place
Both sitcoms largely revolved around the charactersâ coming of age. They matured from young children into adults with their own paths. The shows followed them as they found their place and role among their social groups and wider society.
You will need to find your place within your own industry, as well. You need to accurately identify where your strengths and weaknesses lie. Learn how to market to your niche based upon those strengths, and demonstrate why you can solve the pain points of your customers.
Enjoying spin-offs of your favorite 90âs sitcoms can be a fun pastime, but it can also provide you with some valuable lessons about how to succeed in your own marketing endeavors. If you are interested in beginning a new marketing campaign, let us know. We would be happy to help you get started.